on Brand Authenticity

Transcription

1 Kalaidos University of Applied Sciences Switzerland The University for Professionals. 21 June 2013, Clouds Prime Tower Zurich Executive conference on Brand Authenticity

2 Executive Conference on Brand Authenticity The one-day Executive Conference presents authenticity as an essential competitive characteristic and advantage for 21st-century brands. Two well-known researchers and two experienced practitioners highlight to what extent authenticity is a significant driving force in their activities. The senior executives explain how they built the brands of their high-quality services and goods in a convincing manner, and how authenticity is relevant to their success. They share experiences and shed some light on their future plans. The two researchers set the theoretical groundwork for authenticity and illuminate how authenticity contributes to the overall competitiveness of brands today.

3 Program Introduction to the program Dr Peter Stapfer, Kalaidos University of Applied Sciences Brand authenticity a time-related issue Prof Andrea Semprini, Université Lumière Lyon Repositioning of our brand to conquer the emerging markets Mr Raymond J. Baer, Honorary Chairman of Julius Baer Group Ltd., Zurich Networking lunch La Prairie an authentic brand Mr Pascal Hyafil, Vice-President La Prairie, Zurich Authenticity as nostalgia for uniqueness Prof Jorge Lozano, Universidad Complutense de Madrid Wrap-up and conclusions Dr Gérald Mazzalovo, Aravis Luxury, Zurich Target Audience, Venue & Registration Fees Target Audience The conference is aimed at senior executives who are responsible for the branding strategy of a company as well as at communication experts. Participants share a special interest in how companies define their value propositions and brand promise in a convincing and authentic way, or bear overall marketing responsibilities. The workshop is conducted in English, the presentation of Jorge Lozano in French. Registration Fees - Regular attendees: CHF Participants or alumni of Kalaidos University: CHF 200 The fees include lunch and break refreshments For reservations please get in touch with Veronica Farkas: [email protected] or Venue The executive conference is conducted at Clouds, Prime Tower, Maagplatz 5, Zurich

4 Friday 21 J u ne 2013 Clouds Prime Tower Zurich Contributors Raymond J. Baer has been honorary chairman of Julius Baer Group Ltd. since From 2003 to 2012, he was chairman of the board of directors of Julius Baer Group Ltd. and previously held various executive positions within the company: He served amongst others, as head of private banking and member of the group executive board. Before that, Raymond worked for Salomon Brothers Inc. with the New York Swap Group and in London as head of marketing for hedge fund products. Raymond holds a Degree in Law from the University of St. Gallen and a Master s Degree in Law (LL.M.) from the Columbia Law School in New York. Pascal Hyafil joined La Prairie Group in November 2011 as regional vicepresident responsible for Europe, Middle East and Africa, and is a member of its board of directors. He has previously worked for Chanel for 17 years in various significant roles of the company. Notably, he was in charge of setting up Chanel s business in Russia, Ukraine, Caucasia and Central Asia. Pascal holds a Master s Degree in Food Processing & Economics from IGIA ESSEC in France. Jorge Lozano HernÁndez is the chair of journalism at the Faculty of Information Sciences at Complutense University of Madrid. He has published The Historical Discourse, to which Umberto Eco wrote the preface, and several other books on history, cultural semiotics, fashion and communication. For six years, Jorge served as the director of the Spanish Academy in Rome and is a member of the editing board of the Revista de Occidente. He is also the director of GESC (Group of Cultural Semiotics Study) in Madrid and member of numerous scientific committees. Gérald Mazzalovo is managing partner at Aravis SA, a private equity firm globally investing into luxury companies among other fields. Before joining Aravis, Gérald was CEO of Bally, Loewe, Clergerie and Ferragamo North America. Gerald holds a doctorate from the University of Paris-Dauphine and an MBA from Columbia University, New York. Gerald is a visiting professor at Universities in Spain, France and China and is the academic director of the CAS in Luxury Management at Kalaidos University of Applied Sciences. He has published three books on brand management. Andrea Semprini is a brand specialist whose expertise is built on both sociology and semiotics. He is professor of business communication at Lyon 2 University, and director of the master s degree Communication and Brand Strategies. He has written three books on brand management. He is the founder and CEO of the market research company Arkema, which provides consultancy on brand-related issues for companies such as L Oréal, Lancôme, Yves Saint Laurent, Bang & Olufsen, Barilla and Kraft.

5 In our consumer society, value is increasingly based on images and virtual signs that do not necessarily relate to any material reference. Since the beginning of the 90s, the postmodern brand has been promoting meanings and possible worlds, which went way beyond the tangible products or services offered. As a result, the benefits that brands promise often fall short of customers expectations. Brands started to react to consumers increasing awareness that invalid, intangible benefits were being promised through inappropriate brand communication. The issues identified through the rising demand for brand authenticity have far-reaching consequences. The stakes are high for brands to tackle a new customer attitude, requesting more tangible, easily accessible benefits that do not necessitate overwhelming or irrelevant imaginative efforts. The fundamental issues of truth, origin, traceability and transparency are being raised, which in turn lead to a new kind of realism in consumption a kind of new competitive frontier and the opportunity for brands to gain strategic advantages in a quickly evolving civilization.

6 Kalaidos University of Applied Sciences Switzerland The University for Professionals. Kalaidos University of Applied Sciences is the market leader for Executive MBA programmes in Switzerland. More than 2,000 executives and special ists have already benefited from our large expertise of fostering and devel oping professional careers. Kalaidos University of Applied Sciences Kalaidos University of Applied Sciences is a private university and is approved by the Swiss Federal Council. Kalaidos University of Applied Sciences has three departments: Business and Management, Health and Music. Our education model offers you the opportunity to build a strong theoretical foundation, and link these skills and knowledge to everyday practice. Expe rienced lecturers teach you the relevant business models and concepts, but also share their own business expertise. We offer a professional and customer-oriented approach to learning. The focus is on flexible study models and interactive learning in small classes which gives you a personal contact with the lecturers and the ability to learn from each other s experiences. As a university for profession als, we are closely connected with industry and everyday practice. International Partnerships University of Gloucestershire Business School, Cheltenham, United Kingdom IBR Institute of International Business Relations at Steinbeis University, Berlin, Germany Hochschule Furtwangen University, Furtwangen, Germany Indian School of Business (ISB), Hyderabad, India Nanyang Business School (NBS), Singapore At the Kalaidos University of Applied Sciences we encourage participants to be independent in their thinking and in the ability to offer innovative solutions. Event sponsored by: Kalaidos University of Applied Sciences Jungholzstrasse 43, CH-8050 Zurich Phone Fax [email protected] Kalaidos University of Applied Sciences May 2013